PREMIUM MULTI PLATFORM NETWORK A MEDIA-TECH STARTUP WORKING WITH YOUTUBERS, INFLUENCERS, ADVERTISERS AND RIGHTS OWNERS SINCE 2013 CONFIDENTIAL AND COPYRIGHT U SCREENS AB 2017 KARIN EKESIÖÖ Acting Country Manager Norway [email protected] HOW YOU AS A MARKETER SUCCEED WITH CONTENT MARKETING ON YOUTUBE, FACEBOOK AND OTHER OPEN PLATFORMS TODAY’S AGENDA • Trends • Engagement • Platform adoption • 360° social media coverage • Cases THE BIGGEST TREND RIGHT NOW: ONLINE VIDEO DATAANALYS 80% of all internet users watch online video KÄLLA: CISCO ÅLDERSGRUPPEN 15-35 DRIVER UTVECKLINGEN Källa: NIELSEN, MARKETING CHARTS, JANUARY 2017. FORBES Age groups 5 0 50-64 -1% −5 −10 35-49 -10% −15 LINEAR TV-CRASH, IN THE US “MILLENNIALS” LEAVE TV −20 −25 Change in viewing percentage, traditional 25-34 -23% linear television per week since 2010 −30 −35 18-24 -32% 2010 11 12 13 14 15 SOURCES: NIELSEN - THE WALL STREET JOURNAL INNFLYTELSESPUNKTERSINNFLYTELSESPUNKTERS VIKTIGHETVIKTIGHET Nyhet 1 How-to videos Pinter Blader 56% 55% YouTube 2 64% Produktvisualisering Word of 3 Underholdning Mouth 74% FB 56% Søk 51% Butikk- TV besøk Film 69% Twitter 51% Hjemme- 61% side 59% 80% OF INTERNET USERS REMEMBER THE VIDEO ADS THEY WATCH ONLINE VIDEOS INCREASE PEOPLE’S UNDERSTANDING OF A PRODUCT BY 74% NEW CONSUMER BEHAVIOR WEBSITE VISITORS ARE 64% MORE LIKELY TO BUY A PRODUCT ON AN ONLINE RETAIL SITE AFTER WATCHING A VIDEO 1 OF 3 MILLENIALS HAVE BOUGHT SOMETHING AS A RESULT AFTER WATCHING A HOW-TO-VIDEO KÄLLA: DigitalSherpa (2014), BrightRoll (2014), VideoBrewery (2014). 75% OF THE TOP 150 BRAND EXECUTIVES IN THE US THINK THAT ONLINE VIDEO IS MORE EFFECTIVE THAN TV NEW BRAND “KRAFT GENERERATES 4X BETTER ROI THROUGH BRANDED CONTENT BEHAVIOR MARKETING THAN THROUGH TRADITIONAL MARKETING” - JULIE FLEISCHER, MEDIA DIRECTOR, KRAFT. KÄLLA: DigitalSherpa (2014), BrightRoll (2014), VideoBrewery (2014). 6 platforms to keep your eye on for online video 400 HOURS OF VIDEO UPLOADED EVERY MINUTE ON YOUTUBE SOURCE: YOUTUBE GAMING BEAUTY MUSIC HUMOR CULINARY SPORT WHAT IS A YOUTUBER? VILKA KÄNNER DU TILL? SOURCE: Variety, Famechangers 3 CASE CAMPAIGNS COMMERCIALS, 20 SEC CTR: 0,09% Traditional commercial on YouTube 3 CASE CAMPAIGNS COMMERCIALS, 20 SEC CTR: 0,09% CTR: 0,95% Traditional commercial Commercial with influencer on YouTube on YouTube 3 CASE CAMPAIGNS COMMERCIALS, 20 SEC CTR: 1,27% CTR: 0,09% CTR: 0,95% Traditional commercial Commercial with influencer Commercial with influencer on YouTube on YouTube on YouTube on the influencer’s own channel 100% share of voice CASE: CREATIVE SOLUTION ADAPTED TO THE CHANNEL AND PLATFORM PistolShrimps, a huge Norwegian humor channel, in collaboration with Statens Vegvesen Pistolshrimps: En av Norges mest anerkjente humorduoer og skaperne bak landets største humor-kanal på YouTube. Vinnere av Humor under Gullsnutten 2015 og nominert i samme kategori i 2016. 890k visninger/måneden 4,7k følgere 38,8k følgere Copyright United Screens KAMPANJEOPPSUMMERING United Screens er ansvarlig for prosjektet fra start til slutt 240.243 137.000 1.735 visninger visninger likes RESEARCH Tips för INFLUENCER MARKETING RELEVANCE REALISTIC TUESDAY AUGUST 23 2016, 7-8 PM 30 comments per second REACH W15-44 112 000 VIEWS W14-44 164 000 Källa: MMS overnights och Google. För tv-kanalerna har använts räckviddsdata, dvs hur många som sett någon del av programmet. För Therese Lindgren har använts views så som de definieras av Google. Alla siffror är tusental. CASE: INNOVATION 360° LIVESTREAM: SAMSUNG @RMH BLOCK PARTY THE FIRST LIVE STREAMED CONCERT IN VR 360° ON YOUTUBE IN THE NORDICS - AND 3rd EVER IN THE WORLD PEOPLE ENJOYED WATCHING THE LIVESTREAM IN VR AND SHARED THEIR EXPERIENCES IN SOCIAL MEDIA THANKS! KARIN EKESIÖÖ Acting Country Manager Norway [email protected].